Servicing your Supporters

A successful partnership is one that is mutually beneficial, that continues to produce value, and that is frequently revisited, reinvigorated and renewed. A common mistake in sponsorship is to sign a contract and become comfortable. Like any relationship, a sponsorship requires time and effort on both parts to ensure success and sustainability.

“Sustained relationships are far more valuable than one-off arrangements. The obvious reason is that cost-efficiency increases, if we can spread the expense of establishing a relationship over a larger set of contributions. The more subtle reasons are that some benefits, like image improvement, do not happen instantly; and that the full potential of a sponsorship relationship may become apparent only as the two parties get to know each other better.” *Canadian Heritage Partnering Framework – A Corporate Sponsorship Toolbox